News

Goodwill® Ranks #1 On enso’s World Value Index for the Second Consecutive Year

byJessica Hudgins Smith

DENVER, Colo. – Goodwill, the leading nonprofit provider of employment placement, job training and education services, has been ranked #1 on the annual World Value Index, an anticipated annual report that ranks world-class organizations by measuring and ranking each brand’s overall World Value, according to people’s perceptions. In the rankings, Goodwill leads Amazon, Google, Kellogg’s, Microsoft and other Fortune 100 and 500 brands.

The World Value Index is based on a nationally representative, comprehensive survey of 3,000 Americans on perception, awareness and behaviors in response to the purpose and mission of organizations and brands. The creative agency enso, which works to build mission-driven brands and Share MissionSM initiatives, developed the World Value Index as a tool for brands to measure the importance of creating “world value” for its audience segments. enso commissioned Quadrant Strategies, a research-driven consultancy that works with Fortune 100 and Fortune 500 companies, political leaders around the world and major nonprofits, to field surveys with various demographic representative samples of the U.S. population, ages 18 and up.

“The gratification that comes with this ranking is twofold: it attests to our work, and acknowledges that Goodwill’s purpose resonates among the communities that we serve,” said Stuart Davie, President and CEO of Goodwill Industries of Denver. “Goodwill is honored to be featured on this list of world-class brands and be recognized as the #1 brand based on our value and the impact we have in communities across the world.”

To earn the World Value Index top ranking on the survey, Goodwill scored extremely well in the four areas of creating World Value, which refer to public perceptions of a brand’s purpose or mission.

● High awareness
● Relevant and resonant
● A strong motivator in garnering active support
● An influential factor in triggering purchases

For 115 years, Goodwill has helped people find jobs, build their financial stability, and strengthen their families and communities. A social enterprise with a donated goods retail infrastructure, Goodwill receives more than 101 million donations and has more than 3,200 stores, as well as an auction site, shopgoodwill.com®, the first nonprofit Internet auction site. Goodwill creates direct services for millions of people each year, resulting in positive social and environmental outcomes for the global community.

“Today, at a time when people have more choices, and greater access to information, the strength of a brand's purpose is more important than ever,” said Sebastian Buck, enso’s co-founder and strategic lead. “With the World Value Index, our research centers around whether people can identify a brand’s purpose and mission, and the extent to which that purpose reflects society’s values. In other words, the ability of brands like Goodwill to create World Value is a testament to its relevance.”

The 19 audience demographics and psychographics surveyed included the general population, elites (people who are college educated and earn more than $100,000 per year), millennials and Gen Z, Gen X, Baby Boomers, social and purpose, tech-positive, tech-skeptic, moms, dads, environmentally engaged, young and social, nonprofit engaged, Democratic, Republicans and Independents.